McVitie’s bolsters Nibbles range with new Milk Chocolate Orange

McVitie’s has extended its Nibbles range with a new Milk Chocolate Orange variant.

Launching this summer across the retail and convenience sectors, the 120g sharing pouch will be available for £1.99 a pack.

McVitie’s said the new milk chocolate-coated orange-flavoured biscuits would continue to tap into the evening sharing occasion and claimed they were the perfect treat to enjoy with family and friends.

“We’re extremely excited to be introducing the iconic chocolate and orange flavour to our popular Digestive Nibbles range,” said McVitie’s marketing director Kerry Owens. “We’ve had really positive feedback since the range launched last year, and we’re confident that consumers will love this latest addition just as much.”

Described as the “biggest sweet biscuit launch of the decade”, the Digestive Nibbles range has added £12.9m to the biscuit category since the product launched and has been the biggest innovation in the biscuit market in over five years, according to Nielsen.

The Digestives Nibbles range has a forecast retail sales value (RSV) of £20m for 2017 and has been supported with a £4m integrated marketing campaign throughout the year.